To sell software, you need more than educated and trusting buyers.
You want them to take action.
You, of course, are a huge believer in the software you sell. You’ve seen how much your software has improved the lives and work of your customers. And you’d like to see more people use it.
And not just because that would mean more revenue for your company.
Sales is about service
Daniel Pink says that sales is ultimately about service:
But “service” isn’t just smiling at customers when they enter your boutique or delivering pizza in thirty minutes or less, though both are important in the commercial realm. Instead, it’s a broader, deeper, and more transcendent definition of service—improving others’ lives and, in turn, improving the world.
You are more likely to be given an opportunity to improve others’ lives if you make your communication concrete and personal.
People are moved to action if they can first identify with you, and then through you identify with the action you want them to take.
How do you make it personal and concrete on a web site or in a blog post or an email?
Successful copywriters will tell you to begin by understanding your buyers. Know their motivations. Create a marketing persona of your ideal customer. Write directly to that person. Refer to yourself in the first person and to your buyer in the second person, just as if if you were writing to a friend.
Use a conversational tone of voice. Choose relaxed and familiar language.
LunaMetrics makes it concrete and personal on their website
Let’s look at an example. LunaMetrics is a consulting company in Pittsburgh. It helps clients use Google Analytics to improve the acquisition, engagement, and conversion of website visitors.
On the LunaMetrics About Us page they describe how they are different not just in what they do, but in how they work. The reader comes away with a concrete list of qualities that demonstrate LunaMetrics’ commitment to service.
Then you scroll down and see a picture of the entire team (see above). The camera is above the group, as if to say “Look, you are higher status than us. We are here to serve you.”
Scrolling down further, you see a picture and bio of every employee. Each person sounds professional, but also like someone you would want to meet.
And finally, there is a link to a letter from the founder and president, Robin Steif. It’s a letter. To you.
The letter explains why she thinks you should work with LunaMetrics. But it also explains when LunaMetrics is the wrong choice.
She even uses the phrase “brutally honest” to describe what you can expect from communication with her about their capabilities.
The people at LunaMetric make their communication with buyers personal and concrete. They state clearly their intention to take responsibility for their actions. They lower your resistance to take action by making you feel that you already know them. They make it easy to act.